'Pull’ Selling Works

For decades I chased sales; pursuing prospects and following up rigorously. But many view ‘sales’ with suspicion and I felt traditional sales methods made me appear a little desperate and put me in a subservient position.   

With ‘pull’ marketing becoming so the effective it made sense that ‘pull’ sales was worth exploring. We did... and it worked.

Traditional sales ideas are still relevant but need reframing around new sales positioning, attitude and emotional involvement.

Positioning is about being the relevant expert you are

• Take the time to make your message clear and focussed on your chosen market.
• Focus on fewer prospects and go deeper on preparatory research. Be knowledgeable and relevant to that industry’s challenges while suggesting solutions and you will be welcomed for discussion as an equal, not as a sales person presenting.
• Initial small talk is not so welcome any more. Cut back on the rapport aspects and go straight for something that will grab attention and be relevant to them as a business person. A fast deep impression brings deeper conversation quickly. Have a view point and be willing to challenge. Once they are interested they will naturally find out more about you and your business. It creates a position of equals.
• By always talking solutions big picture people such as senior management are attracted. Showing measurable and trackable outcomes that can become permanent are compelling.

 Attitude was my most significant change

• It was hard to stop chasing but doing so drew me back into lower value shorter contracts. I resolved to ‘put myself in the way of opportunity’ instead. I chose strategic places to be and events to attend, people to meet or events I put together to bring like-minded people into the same room. Then I simply let out the very relevant expertise that I had worked hard to create and let fellowship begin. It allowed me past defences and to be viewed as an equal in conversation. You can too.
• Challenge existing thinking and bravely offer new ideas and hint at how they can solve those challenges – always solution and ‘them’ focussed. Those with open leaders minds welcome such thoughts and progression towards doing business becomes natural.

Emotional involvement uses up limited energy and time

• Caring less about the outcome means a diary note and no more involvement or energy until then. Put the ‘worry’ energy into more productive areas. It is strange but people want you more when you seem to care less.
• When you re-approach do so as an equal, simply finding out how things are going. Provide an easy out as things often take longer than expected, demonstrating more understanding and building the relationship.

 For us this pull approach has yielded big dividends.

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